The Edition

Congratulations to David LaChapelle, who shot and directed Coca-Cola’s recent Peace and Love Together campaign, winning a prestigious Cannes Gold Lion for the iconic work.

An integrated advertising campaign, “Together” utilized the contour of the bottle to celebrate peace and love, “[connecting] the bottle with our core brand values of inclusion and optimism,” according to Guido Rosales, Integrated Marketing Director at Coca-Cola Europe.

Through bold and smart print and outdoor ads and an accompanying 30-second commercial the campaign created a stunning yet simple representation of a brand perspective through human connection, and was regarded as a celebration of creativity at Cannes in June.

The print campaign, which saw people from a range of ages and ethnicities join hands to form the Coca-Cola contour, ignited global social media buzz, winning a Gold Press Lion and Silver Outdoor Lion at Cannes International Festival of Creativity. “David is an artist who advocates for diversity in his work, and who has a special sensitivity to portraying universalism, so we knew he was the right person to bring the authenticity we needed to this project,” Rosales said.

The brand’s Global Design Director, Tom Farrell, commended Ogilvy Paris and Coca-Cola Europe for nurturing the idea he devised while brushing his teeth one night in November 2013, and developing it into something beautiful. “They added some serious firepower from an art direction and photography standpoint, which took it to an extrinsic and more emotional space,” he said.